[Fedora]

Publicity stunt by Berg, who's been advocating gun control for years “Please Leave your Weapons at Home”: Levi’s CEO Wades into Gun Debate (12/01/2016). Meanwhile, he asks customers not to wash their jeans in order to support environmental sustainability: "Berg is making good on his advice, as he hasn’t washed his own jeans in over a year."--Berg only believes in washed brains.

[Fedora]

PS: His real name is probably “Bergh”, but Levi-Strauss spells it differently on different pages, so hard to say.